Beiersdorf appointment highlights brand agenda
Vincent Warnery, a former Sanofi manager, takes up the position as the company looks to put a focus on strengthening these brands in line with its brand-building strategy, dubbed Blue Agenda.
"Beiersdorf has achieved strong growth, particularly with Nivea, on the basis of its successful Blue Agenda strategy," said Beiersdorf Chief Executive Stefan Heidenreich, referring to the company's brand-strengthening agenda. "For Eucerin, Hansaplast and La Prairie we see lots of growth potential in the future."
According to the company, Warnery is due to take up his post in mid-February, coming from his previous role as senior vice president and head of global consumer health at Sanofi, a worldwide healthcare and pharmaceuticals company.
Warnery has also previously held roles at Procter & Gamble and L’Oréal.
Blue Agenda: what is it?
Blue Agenda - named in reference to the iconic tins associated with Beiersdorf’s flagship brand, Nivea - is the strategic plan the company introduced in 2012 to define the course of its future, looking at various key elements.
Its central vision, according to the company, is to be the number one in skin care in its relevant markets and categories.
“The strategic program is focused on strengthening our brands, increasing our innovative power, expanding our presence in the emerging markets, and on our dedicated employees,” the company asserts.
“We are basing this on an open, integrative corporate culture that encourages high performance, and on employees who take responsibility and who think like entrepreneurs.”
Alongside key strategic appointments like Warnery’s, Beiersdorf’s Blue Agenda is visible in its ongoing emphasis on ‘Open Innovation’.
“We need to be right up close to our markets and consumers and to be as efficient and flexible as possible.”
Key points
According to the Blue Agenda outline, Beiersdorf:
Aims to be the no. 1 skin care company in its relevant categories and markets
Combines leading brands, big innovations and world-class advertising
Is small and acts with maximum focus, speed and efficiency
Is unique.
